Photography Playbook

Photography Best Practices Through a Food & Beverage Lens Full Service & Lifestyle Brands

Guidelines Overview 05 Introduction

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How to Use This Guide

07

Brand Overview

Planning the Approach

27

Creating a Brief

28

Usage Rights

29

Partner Selection & Onboarding

30

Understanding the Roles of External Partners

30

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Defining the F&B Destination

10

Onboarding

32

Case Study: Introducing FYR Short North

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Creating a Shot List

33

Shot List Standards for F&B Photoshoots

34

Selecting Spaces

35

Shot List Example

36

Destination Creative Discovery

13

Destination & Brand Immersion

14

Charting a Visual Course

16

Scheduling & Planning

39

Ambiance, Acoustics & Atmosphere

18

Time of Year

39 40

Ambiance: Lighting & Time of Day

19

Restaurant Operations & Hours Food & Beverage Scheduling

41

Acoustics: Music Programming

20

Other Considerations

42

Atmosphere: Color

21

Down to the Details

Talent Casting & Preparation

37

Casting Best Practices

37

Prepping Talent in Advance

38

Other Production Details to Plan

23

Signature Dishes, Beverages & Moments

24

Collateral, Menu & Guest Supplies

25

Uniforms

25

Art

25

43

Props

43

Wardrobe

43

Equipment

44

Communication Reminders

45

Left: Close up of chef ’s uniform and knife.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

TABLE OF CONTENTS

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The Approach in Action

47

Preparing Spaces for the Shoot

48

Staging Food Without a Stylist

71

General Requirements

48

Shooting on a Smartphone

72

Entrance: Internal & External

49

Kitchen Setup

49

Dining & Bar Areas

49

Seating Zones

49

That’s a Wrap

75

Bar Setup

50

Post-Production Workflow

76

Table Settings

51

Retouching Requirements

77

Final Asset Delivery Requirements

79

Conclusion

81

Recommended Brand Photographers

82

Terms & Acronyms

83

Production Do’s & Don’ts

52

Safety Recommendations

53

Bringing the Concept to Life

54

Composition

54

Lighting

57

Motion

58

Details

59

Tips & Tricks

60

Shooting with Talent

61

68

Beverages

69

Key Considerations

61

Interacting with Drinks

62

Interacting with Food

62

Left:

Interacting with Other People

62

Avocado toast laid out thoughtfully on a plate.

Food & Beverage Setup, Staging & Styling Styling Tips

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

Vegetables

63 64

General Food

64

Meat

65

Fish

66

Dessert

67

TABLE OF CONTENTS

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This Page: Ribeye aging in the meat cabinet.

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Guidelines Overview Left: Reaching for a cocktail at the bar.

Introduction

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How to Use This Guide

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Introduction Left: Embers rising from the wood-fired grill.

The best practices and creative recommendations outlined in this guide aim to educate and inspire photographers, production crews, stylists, hotel marketing teams, and food and beverage (F&B) leaders as they plan a destination photoshoot.

The term “destination” is used throughout these guidelines to highlight the bars and restaurants at Hilton’s Full Service and Lifestyle properties as more than just places to eat and drink,

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

GUIDELINES OVERVIEW

and to position them as experiences to be had; places where guests come for the ambiance and stay for the food and beverage offerings.

This guide is intended to service as both a resource and a model of best practices, showcasing the successful execution of a food & beverage photoshoot at FYR Short North, a live fire restaurant at Hilton Columbus Downtown in the heart of downtown Columbus, Ohio.

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Right: Overhead shot of bone marrow with sea urchin.

How to Use This Guide Using compelling visuals to convey a brand’s story is a powerful way to captivate consumer interest. That’s why it’s crucial for food and beverage photography to authentically and creatively embody the destination’s personality and unique F&B experience.

This guide aims to shape the creative direction, production, and post-production of a well-executed photoshoot. While it primarily focuses on tactical recommendations, requirements, and creative considerations, keep an eye out for Pro Tips, FYR Notes, avnd important Corporate Notes for valuable tips, tricks, and application examples.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

GUIDELINES OVERVIEW

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This Page: Plated ember cooked shrimp.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

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Brand Overview Left:

Before diving into planning and logistics, take these steps to better understand the key elements that shape the unique story and brand of each restaurant or bar. Additionally, get to know the F&B destination that serves as a case study throughout this document.

Reaching for a piece of tomahawk steak.

Defining the F&B Destination

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Case Study: Introducing FYR Short North

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Defining the F&B Destination

Above: Embers rising from the wood-fired grill.

Right: Old fashioned cocktail with FYR etched ice.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

Brand Narrative

Brand Positioning

A well-defined brand is crucial for building trust and a strong reputation with customers. Each Hilton F&B outlet has a unique story to tell. From the meaning of the brand name to the origin of the menu, there is personality and purpose woven throughout. Every aspect of a restaurant or bar is carefully designed to create a certain ambiance and highlight the concepts that make the brand special. By showcasing the brand’s value proposition, personality, and purpose, we can help customers connect with the destination’s story.

Across the Hilton family of brands, F&B outlets provide extraordinary experiences that transform restaurants and bars into destinations of their own.

To position a food and beverage outlet as a main attraction, it’s important to align with the brand’s core values, which should be reflected in the brand photography and imagery.

BRAND OVERVIEW

Brand Marketing Leverage the brand narrative to create captivating marketing materials, engaging social media campaigns, and irresistible offerings that attract new customers. By authentically showcasing the personality of the restaurant or bar, a positive emotional bond can be forged while also generating genuine interest in the establishment.

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Case Study: Introducing FYR Short North FYR Short North in downtown Columbus, Ohio, was selected to showcase as the gold standard for F&B brand identity.

FYR is known as the “hearth” of Columbus, embodying a gathering place where families come together, warmth fills the air, and delicious meals are prepared. When guests enter the venue, they experience friendly service, the inviting aroma of smoky embers, and a thoughtfully curated ambiance with perfect lighting, stunning decor details, and thoughtful music.

The food program, led by Executive Chef Sebastian La Rocca, takes guests on a delightful journey with a variety of

snacks, starters, satisfying mains, and shareable sides. Each dish is uniquely prepared, infused with fire and smoke, and bursting with flavor. The open kitchen’s centerpiece is the wood-fired hearth, where grilled steaks, whole fish, and seasonal vegetables are prepared with rustic elegance. The beverage program at FYR is equally impressive, with a focus on wood-fired influences.

Lastly, the dessert menu offers signature rituals that bring the fire of the kitchen to the table.

These elements, combined with FYR’s established brand identity, perfectly demonstrate how a food and beverage brand can inspire the aesthetic and vibe of the captured content.

FYR Note: Keep an eye out for these “FYR Notes” throughout this guide. They provide specific examples of how the process outlined in these guidelines was applied to the shoot at FYR.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

Above:

Top:

Executive Chef Sebastian La Rocca preparing to chop vegetables.

Tomahawk steak grilling over open flames.

Right: Overhead shot of FYR dining room at night.

BRAND OVERVIEW

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This Page: Aged tomahawk steak in a meat cabinet.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

DESTINATION CREATIVE DISCOVERY

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Destination Creative Discovery Left:

Develop a comprehensive understanding of the key details of the featured restaurant or bar by learning how to closely examine them. This is crucial for effectively planning the creative approach to visual storytelling that will ultimately guide the shoot.

FYR signage near the restaurant’s main entrance.

Destination & Brand Immersion

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Charting a Visual Course

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Ambiance, Acoustics & Atmosphere

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Ambiance: Lighting and Time of Day

19

Acoustics: Music Programming

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Atmosphere: Color

21

Down to the Details

23

Signature Dishes, Beverages & Moments

24

Collateral, Menu & Guest Supplies

25

Uniforms

25

Art

25

Right: View across the dining room.

Destination & Brand Immersion Restaurants and bars play a vital role in creating a memorable experience at each property. To effectively develop visual consistency across all assets and content, it’s essential to have a deep understanding of the featured destination and its established branding.

Understanding the Destination

Understanding the Brand

Every aspect, from lighting and music to decor and kitchen layout, contributes to the destination’s narrative through visual cues. Focus on the restaurant or bar’s concept to create photography that resonates with the destination’s target audience. Ensure that all elements work together harmoniously to create a seamless and visually appealing experience.

A brand’s established visual identity can greatly influence customer expectations.

The logo, typography, and brand color palette play a crucial role in shaping this identity and forming first impressions.

Consider these key branding elements when defining a stylistic approach to capturing content.

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D E S T I N AT I O N & B R A N D I M M E R S I O N

Top: Adding salmon to the wood-burning oven.

Bottom Left: Hot embers heating the grill.

Bottom Right: FYR restaurant signage illuminated at night.

FYR Note: The FYR logo was designed in a bold burnt orange color to symbolize the restaurant’s unique cooking techniques.

At the heart of FYR is a wood-fired grill, prominently showcased in the open kitchen, reminiscent of the timeless tradition of cooking over flames. The photoshoot effectively captured and emphasized these essential elements, showcasing the significance of fire for the brand.

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Charting a Visual Course To visually showcase the story of a restaurant or bar, highlight its unique culture, history, locale, and landmarks. This includes emphasizing the decor, art, architecture, and other interesting elements inside and outside the establishment. Interviews with Team Members or community members can offer a local perspective. Additionally, incorporating reviews and social media posts from previous guests can provide more context.

Every drink, dish, experience, and ritual holds its own story. When selecting props and framing shots, focus on what makes the venue special and sets it apart. Consider the owner’s point of view in providing patrons with a clear understanding of what makes the destination unique.

Left: Basting chicken over an open fire.

Right: Close-up shot of restaurant decor.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

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CHARTING A VISUAL COURSE

Far Left: Chef basting a tomahawk steak on the grill.

Left: Team Member proudly presenting a freshly grilled tomahawk steak during tableside service.

FYR Note: The story of FYR had a significant influence on the photoshoot. The goal was to capture its essence by showcasing the grandeur of the chandelier, the captivating presentations, delicious dishes, wood-fired influenced beverages, and the welcoming warmth that defines FYR. The cinematic approach offered viewers an intimate glimpse into the kitchen and a front-row seat at the restaurant. And, of course, the famous tomahawk steak added its own captivating chapter to the story depicted in the photography.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

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Ambiance, Acoustics & Atmosphere When considering the entire space, it’s important to break it down into smaller components like ambiance, acoustics, and atmosphere. Lighting and ambiance help set the mood, music creates a vibe, and furniture and interior details contribute to the overall feeling of the destination.

FYR Note: While planning the photoshoot, the production crew observed the contrast between traditional cooking methods and modern elements such as plateware, color palette, and fixtures. The team embraced FYR’s fiery brand spirit when determining the visual approach to capturing the destination’s ambiance and atmosphere.

Above: Overhead shot of the dining room at night.

Right: Fire emerging from the wood-fired grill.

Far Right: Neatly placed table setting and red chairs.

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A M B I A N C E , AC O U S T I C S & AT M O S P H E R E

Ambiance: Lighting Lighting, whether natural or artificial, is crucial for creating the right ambiance in a space. Pay attention to the overall lighting of the space and how sunlight moves throughout the day. Consider its impact on the desired mood and take note of windows and how they let light in. Lighting can be controlled with curtains or blinds to achieve the desired atmosphere.

Left: Decorative tabletop lamp in the dining area.

Time of Day Considerations When setting the ambiance, it’s important to consider the time of day and how it affects lighting, shadows, and the overall mood of the restaurant or bar. Take note of the angles of sunlight throughout the day and the atmosphere that forms at night. Assess how these factors impact the overall atmosphere and contribute to the visual storytelling of the venue.

For those seeking a nighttime feel, keep in mind that recreating it during the day can be challenging. To accomplish this, plan for an evening shoot. Alternatively, consider covering windows or other sources of natural light.

FYR Note: To capture the beauty of the restaurant in a soft, ambient light, the team conducted part of the FYR photoshoot before sunrise. One morning, they started early to capture the intricate multi-storied chandelier in all its glory. They also focused on capturing cozy and intimate moments, using low light to create an enchanting evening atmosphere.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

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Pro Tip: Take into account external factors like sunlight and foot traffic, as well as how they vary throughout the day. Plan to dress the dining room to suit the occasion and set the right ambiance.

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A M B I A N C E , AC O U S T I C S & AT M O S P H E R E

Acoustics: Music Programming The acoustics in each restaurant or bar affect how guests perceive the space. When thinking about the overall atmosphere, consider the role of acoustics.

This includes the music genre, as well as natural audio elements like guest chatter, kitchen sounds, and more. These factors can influence the visual style of photography and the soundtracks for the video content created.

FYR Note: FYR’s music playlist features modern hip-hop, including unique covers and remixes that add swagger to the atmosphere. To capture this vibe in the chef portraits, the focus was on showcasing his edgy look, which complements the restaurant’s distinct musical style.

Left: Overhead view of the dining room at night.

Right: Chef proudly standing next to a well-stocked meat chest.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

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Left::

A M B I A N C E , AC O U S T I C S & AT M O S P H E R E

Detail shot of a red dining chair.

Right: Shrimp grilling over hot embers.

Atmosphere: Color A thoughtfully curated color palette reflects a venue’s identity and enhances the guest experience by setting the desired mood and conveying the brand’s story. To create a unique aesthetic, incorporate the restaurant or bar’s identity, theme, and color palette in photography.

When selecting props, wardrobe, backgrounds, surfaces, tableware, linens, and menu items, consider the brand’s color palette. To scout properties effectively, engage with the property’s management team and request visuals that showcase the color palette. By incorporating these colors, visually appealing and cohesive photography can be created.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

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A M B I A N C E , AC O U S T I C S & AT M O S P H E R E

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Left:

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Chilled oven-roasted tomato served and ready to eat.

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Right Top: Colors and tones identified from the FYR brand and restaurant ambiance.

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Right Bottom: Red floral arrangements contrasting against the dark background.

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FYR Note: Props that matched the sleek ambiance of FYR were carefully selected while adhering to the identified restaurant color scheme.

Anything pastel or bright wouldn’t fit in this environment. Considerations were made for uniforms, skin tones, backgrounds, and surfaces, all contributing to the overall composition.

The focus extended to color contrast in the dishes against their surroundings, showcasing the interplay between different hues. Notably, the orange tones stood out against the dark wood tabletops, capturing the viewer’s attention and emphasizing the main subject of the photo.

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Left:

Right:

Close-up detail of stitching in the booth seats.

Cutting into a grilled tomahawk steak.

Bottom: Intricate detail in bar decor.

Down to the Details “Consider how the brand of the restaurant or bar inspires ideas and creative decisions.”

When developing the stylistic approach based on the restaurant or bar, don’t overlook the small details. Seek out contextual elements that can add a unique touch, such as the F&B program, menus, guest supplies, Team Member uniforms, and artwork in the space.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

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D O W N TO T H E D E TA I L S

Signature Dishes, Beverages & Moments

Top Right:

The F&B program offerings are the main attraction. When planning a photoshoot, they are as important as the overall aesthetic of the space and the restaurant or bar’s branding.

Tomahawk steak sliced on a cutting board during tableside service.

It’s crucial to have a deep understanding of the unique dishes, beverages, features, and memorable moments that make the venue stand out. Reviewing the menu, getting to know the chef and their culinary background, and inquiring about ingredient sourcing are all helpful explorations. Priority should be given to signature cocktails that tell the brand’s story, especially options with captivating garnishes or distinctive glassware. Vibrant ingredients create visually appealing contrasts, resulting in breathtaking photos.

Highlighting these aspects will capture and showcase what makes the restaurant or bar exceptional.

Ice cream dessert mid-flambé.

Bottom Right:

FYR Note: Showcasing the standout dishes on the menu through food photography was a top priority.

Juicy charred meats, elegantly plated grilled vegetables, and decadent desserts flambéed to perfection were captured. To bring FYR’s culinary concept of live fire cooking to life, flickering flames were incorporated to create the sensation of being in a vibrant kitchen. Chef Sebastian La Rocca’s passion for showcasing ingredients and techniques steeped in rich history was also infused into the shots.

Additionally, pivotal moments in the guest experience were highlighted, such as the iconic Ohio dry-aged tomahawk served tableside. This impressive dish is expertly charred on the grill and presented with theatrical tableside service, embodying the essence of the overall dining experience.

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D O W N TO T H E D E TA I L S

Collateral, Menu & Guest Supplies

Far Left:

Take into account the elements that guests will engage with, including place settings, tableware, and menus, and assess how they can contribute to the photography and content captured.

Left:

FYR’s printed dinner menu.

Intricate chandelier viewed from below.

Uniforms In addition to adhering to a standard dress code, uniforms can also embody the visual identity of a restaurant or bar concept. They enhance the visual storytelling process by adding depth and character, while bringing authenticity to captured moments during service.

Art Embrace the art within a space as it adds to the unique personality of each restaurant or bar.

FYR Note: During the site visit to FYR, several details were noticed that influenced the approach to the photoshoot. For instance, the thoughtful selection of eclectic plating options for each dish enhanced the dining experience. The waiter’s attire, with its dark tones, perfectly matched the vibrant colors of the plates, creating a visually captivating scene that also highlighted

authentic moments during service at FYR. Additionally, the grandeur of the oversized chandelier was striking. By capturing shots from different angles, the intricate details of this magnificent piece were showcased.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

Corporate Note: Permission must be obtained before photographing any displayed art. Coordinate with the hotel marketing team to ensure that the necessary rights for photography are acquired.

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This Page: Chef working in the kitchen.

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Planning the Approach Prepare and plan for the photoshoot by following these essential steps and considerations in order to understand expectations, take necessary precautions, and identify shooting locations and subjects in advance for a seamless production.

Creating a Brief

28

Usage Rights

29

Partner Selection & Onboarding

30

Understanding the Roles of External Partners

30

Onboarding

32

Creating a Shot List

33

Shot List Standards for F&B Photoshoots

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Selecting Spaces

35

Shot List Example

36

Talent Casting & Preparation

37

Casting Best Practices

37

Prepping Talent in Advance

38

Scheduling & Planning

39

Time of Year

39

Restaurant Operations & Hours

40

Food & Beverage Scheduling

41

Other Considerations

42

Other Production Details to Plan

43

Props

43

Wardrobe

43

Equipment

44

Communication Reminders

45

Left: Warm dinner conversation amongst friends.

Left: Chef and production partner reviewing the plan.

Consider these details when creating the brief: Objective: What is the desired outcome for this photoshoot?

Hotel Contact: Who will be the main point of contact before, during, and after the shoot?

Shot List: What type(s) of photos are needed?

Beverages, dishes, interior, kitchen, etc.

Narrative: Share the destination’s story to help the production crew understand the desired personality.

Creating a Brief

Image Usage: How and where will the photos be used? Online, print, or both? See the next page for more details.

Timing: When is the preferred timing and schedule for the shoot? When are the final photos needed?

Deliverables: How many final assets are required?

Aim for a focused collection of high-quality images that accurately represent the desired aesthetic and story. A reasonable baseline target is 20 retouched images per shoot day.

Audience: Who is the target demographic? Is this a general photoshoot aimed at that audience or does it have a more specific purpose?

Additional factors to consider: Create a photoshoot brief to establish clear communication of goals and objectives. A structured approach helps the production crews, including their photographers, stylists, and creative teams, to align on the same visual goal.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

Is any part of the property currently under construction or renovation?

Will the restaurant be closed during the photoshoot, or will the production crew need to work around guests and Team Members?

PLANNING THE APPROACH

When are the busiest and least busy times for the restaurant or bar during the week or day?

Are there specific Team Members who need to operate certain equipment?

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Usage Rights To guarantee the ability to use captured assets across all necessary mediums, it is important to prioritize the negotiation of usage rights when identifying external production partners. It should be noted that these partners may not automatically grant full rights to their work.

Upfront inquiries about their policy and subsequent negotiations should be based on the desired duration of asset usage and intended publication platforms.

Negotiate a Full Buyout

Agreement

If possible, aim for a full buyout for the broadest usage rights. If the external partner is only willing to agree to a limited release, such as 3-5 years, it could be beneficial for both the property and the brand to seek another production crew who can accommodate the desired usage rights.

When hiring a production crew to capture property images and to retain full rights to their work, a service agreement must be signed. If the photoshoot involves talent, a talent release form must be signed by all individuals depicted in the photos, whether they are professional talent or Team Members.

Hilton requires unlimited, non-exclusive usage for internal and external print, online, third-party media, editorial, and promotion of the individual property (restaurant/bar). The photographer’s copyright should never be displayed on any final assets under any circumstances.

Although not recommended, a property may choose to license images for a limited period. In such cases, a licensing agreement must be signed.

Bottom Right: Photographer reviewing footage with the production team.

Corporate Note: Owned/Managed Properties and Corporate should view Hilton Legal’s Contracts and Guidelines Lobby page for available resources.

These confidential and proprietary materials are provided for informational purposes only and do not constitute legal or other professional advice.

The materials include information, resources, suggested exercises and activities prepared for the benefit of Hilton managed hotels. Hilton makes no representation or warranty as to their accuracy or fitness for a particular purpose. Franchisees should consult with their own advisors for materials that reflect hotel specific circumstances, changes in environment and/or legal requirements. The term “Team Members” in these materials

is used for convenience to refer to employees of the Franchisee or management company that is responsible for making all hotel decisions, including, but not limited to, all employmentrelated decisions and pricing decisions.

Franchisees are independent employers and Hilton does not retain or exercise authority over franchisee employmentrelated policies or procedures.

It is important to ensure that all forms are signed, securely saved, and shared with directors and managers, as various corporate teams may require access to image agreements. It is important to ensure that all forms are signed, securely saved, and shared with directors and managers, as various corporate teams may require access to image agreements.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

PLANNING THE APPROACH

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Partner Selection & Onboarding Choosing an external production crew directly impacts achieving the desired aesthetic. The selected partner should be industry leaders in F&B, lifestyle, architecture, and still-life photography. Evaluate their portfolio against the project’s vision to identify the best partner.

Understanding the Roles of External Partners

Bottom Left: Photographer shooting from a high vantage point.

When exploring potential partners, it’s important to also understand their teams: the Creative Team and the Production Crew.

As the team sizes may differ depending on requirements, take the time to understand the essential and optional roles in each group.

This will aid in identifying the necessary support for production effectively.

The Creative Team Creative Director: Makes high-level creative decisions, including creative direction on the shoot and the creative assets.

Copywriter: Skillfully uses language to express the distinctiveness of a restaurant or bar, assisting teams in capturing the brand essence and conveying its purpose in a clear and concise manner.

Art Director: Defines visual style, oversees design, and directs artwork or layouts.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

PLANNING THE APPROACH

Marketing Team: Oversees the process from the corporate side, ensuring that the end result aligns with the brand’s needs.

They are responsible for estimating and budgeting for campaigns, as well as crafting the message and strategy for the shoot.

Project Manager: Plans, manages, and executes projects. They make sure the project stays on schedule and within budget, while acting as a liaison between marketing and production.

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PA RT N E R S E L E CT I O N & O N B O A R D I N G

The Production Crew Producer: The backbone of the photoshoot, they organize, schedule, and control all aspects of production. They handle invoices, permits, and problem-solving unrelated to the creative process to achieve a smooth shoot within budget.

Above: Production crew capturing a shot with talent.

Food and/or Beverage Stylist: Utilizes tools and techniques to enhance the visual appeal of food and beverages in photography, video, and film. Throughout the shoot, they collaborate closely with the kitchen and production crews to accurately capture the desired plating style of the restaurant or bar.

Photographer: Leads in achieving the creative vision by capturing and delivering the necessary image assets on time with the utilization of available resources.

They also direct talent and provide expertise to the lighting team.

Left: Makeup artist applies makeup to a talent member.

FYR Note: To achieve the creative objectives for FYR, a more upscale aesthetic was chosen for the imagery. This involved partnering with local agencies and rental houses to assemble a larger crew. The focus was on carefully selecting key roles, including a still photographer, a director of photography, and a food stylist, to maintain consistent quality across all creative assets.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

Optional Positions If there is a limited budget, some positions may be considered “optional.” By choosing not to fill these roles, one can better prioritize resources and allocate finances more effectively.

Director of Photography (DP): Develops the visual style for the photoshoot, including lighting, composition, and camera angles.

Digital Tech: Manages computer and digital assets, handles metadata and naming conventions, and loads final processed files to a shared drive.

PLANNING THE APPROACH

Production Assistant: Assists on set so nothing is overlooked.

1st Assistant/Lighting Assistant: Sets up lighting under the production crew’s direction, assists during the shoot, and handles general tasks such as unpacking equipment.

Wardrobe: Pulls clothes or directs talent on what to bring and provides styling during the shoot.

Hair & Makeup: Styles talent before the shoot and manages touch-ups for a camera-ready appearance.

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PA RT N E R S E L E CT I O N & O N B O A R D I N G

Left: Photographer capturing a shot of the chef.

Onboarding Once the right partner has been identified, follow these steps to onboard them:

1.

Provide the service agreement and appropriate releases to the photographer and/or production partner.

2.

Share these Photography Best Practices guidelines.

If needed, discuss sourcing stylists, hair and makeup artists, assistants, talent, and props. Production crews often have contacts for crew and talent selection.

8.

Determine the level of assistance required from the property team to accommodate the production crew.

Designate a main point of contact at the hotel during the shoot.

3.

Discuss the photoshoot brief.

4.

Review the budget and align on expectations.

9.

5.

Determine the shot list, including the number of shooting days and shots per day.

10. Discuss accommodations and meals, if applicable.

Limit feature shots to four per day, allowing time for spontaneous ideas.

6.

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7.

Agree on the overall project and production schedule, including the photoshoot dates, post-production time, and workflow required to deliver final assets.

PLANNING THE APPROACH

11. Document any amendments that are outside of the service agreement and obtain hotel and production crew sign-off in writing.

12. Verify that the production crew has liability insurance.

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Left: Photographing a chicken and waffles dish.

First Steps

Creating a Shot List Creating a shot list is an essential step in the planning process. The production crew should lead the creation of the shot list with the support and oversight from the marketing / property team. This will allow for effective capture of the destination’s concept across the assets needed to make the restaurant or bar stand out.

Before beginning to define the shot list, the production crew should take the following actions.

Review existing photography of the restaurant or bar with the marketing / property team for a clear understanding of the property and what should or should not be duplicated.

Review competitor and review sites, as well as social platforms (brand and UGC), so that the shot list highlights the correct guest experiences.

Reference different genres of art and photography to further develop the shot list and the pre-production book.

Create a portrait study (visual mood board). This will help with assessing their understanding of the restaurant or bar’s story and the editorial aesthetic approach for F&B photography.

Scout the property in person before finalizing the shot list.

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PLANNING THE APPROACH

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C R E AT I N G A S H OT L I S T

Shot List Standards for F&B Photoshoots While there is freedom in creating shots that specifically represent a destination, there are a few customary shots to capture during a food and beverage photoshoot. The standard shots listed below are recommended for a full campaign or visual identity.

The Essentials Prioritize shots of popular menu items, signature dishes, celebrated chefs, or any unique services, experiences, or decor of the restaurant or bar.

Regional Nuances Consider including a cuisine or cocktail that the region is known for. Use props that add a local aesthetic or shoot against a local backdrop, such as a skyline, downtown, or scenic views.

Editorial & Lifestyle Moments Capture moments in real time to convey a more authentic vibe. This can include shots of Team Members working together, guests interacting over dinner, moments of laughter, or drinks being poured and enjoyed at the bar.

Above: Fresh branzino, ready for the grill.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

Pro Tip: When photographing in spaces where there will be “guests,” it’s a good idea to include shots of each area with and without people in the shot list. This helps capture of a variety of assets while maximizing photography outputs.

PLANNING THE APPROACH

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C R E AT I N G A S H OT L I S T

Selecting Spaces

FYR Note:

Create a comprehensive list of subjects and setups that the production crew needs to cover. Prioritize them based on their importance. Consider how these elements can contribute to telling the story of the restaurant or bar.

The team visited the location prior to the shoot and created a layout and schedule.

The layout and schedule were then shared with the onsite property team for their review, feedback, and approval.

Left: Talent dining at the restaurant’s chef ’s table.

To align with the visual mood boards and enhance the overall space, props, styling, and lighting were brought in. Additionally, some of FYR’s own elements were repurposed to match the restaurant’s style. For example, the restaurant’s evening lanterns were placed on each dining table to maintain the desired ambiance.

Pro Tip: Identify the key areas in the restaurant or bar that establish the overall setting and offer interesting photo opportunities.

Look for seating areas near windows or in the center of the space, and find the best angle to capture the bar. Consider whether the kitchen is an open plan that adds to the concept or a space to avoid.

Highlight any special features that make the place unique.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

PLANNING THE APPROACH

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C R E AT I N G A S H OT L I S T

F&B Shots

Shot List Example

Human Element

Interior, Exterior & Details

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

Subject

Number of Shots Post-Production Quantity

Description

Interior / Exterior

Signature Dishes

4-5 per dish

Dishes from the menu that are signature to the restaurant’s brand

Interior

x

Signature Drinks

4-5 per drink

Drinks from the menu that are signature to the restaurant’s brand

Interior

x

Fresh Ingredients

3-4 per ingredient

Key ingredients that are used in signature dishes and drinks

Interior

x

Cooking Methods & Bartending

10-12

Cooking shots and action shots of the team executing different methods

Interior

Public Interaction with Food and/or Drink

7-9 per grouping

Action shots and detail shots of talent interacting with food, drink, and elements of the restaurant (menus, tableware, etc.)

Interior / Exterior

Chef, Bartender & Notable Team Members

6-7 per subject

Portraits, action shots, and detail shots of the chef(s), bartender(s), and team to showcase their personalities.

Interior / Exterior

x

Interior Signage

4-5

Angled, wide, and overall shots of the interior signage

Interior

x

Exterior Signage

4-5

Angled, wide, and overall shots of the exterior signage (day and night shots)

Exterior

x

Bar

6-7

Wide shots and aerial shots of the bar; detail shots of the bar and bar elements

Interior

x

Kitchen, Prep Areas & Tools

10-12

Behind the scenes of the kitchen, prep areas, and detail shots of the tools

Interior

Dining Room

8-9

Wide shots and aerial shots of the overall space

Interior

Art & Staging

7-9

Art and artful elements throughout the space

Interior

Uniforms

7-8

Uniforms of the team (front of house, back of house where applicable like Chef)

Interior / Exterior

Branding & Collateral

7-8

Branding and collateral details supporting the design and narrative of the restaurant or bar

Interior / Exterior

x

Lighting, Fixtures & Tables

10-11

Details and staged images of lighting, fixtures, table setup, and other elements that contribute to the ambiance of the space

Interior / Exterior

x

PLANNING THE APPROACH

Used for Social?

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Talent Casting & Preparation Casting Best Practices Choosing the right talent is equally as important as the shot list and the food and beverages showcased. The individuals featured should embody the type of guests the destination aims to attract.

Age: Preferred age for adult talent is 30s to 40s, but consider the demographics of the target audience and cast a range of ages when appropriate.

When casting, prioritize authenticity by selecting talent that represents the destination’s brand and local market.

Consider factors that may influence the guest demographic, such as business travelers, locals, or transient visitors. The chosen talent should seamlessly fit the storytelling, naturally expressing emotions and reactions without excessive acting.

Team Members: Include Team Members in relevant setups. Ask those who are comfortable being in front of a camera for a natural appearance, avoiding contrived poses.

Team Members should wear their appropriate uniforms to align with the restaurant or bar’s narrative.

Diversity: Prioritize inclusion by reflecting a diverse mix of ethnicities, looks, body sizes, and genders in the talent selection.

Left:

Pro Tip:

Talent enjoying a glass of wine with dinner.

If possible, choose professional actors or models recommended by the production crew and approved by the property / marketing team.

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PLANNING THE APPROACH

Talent Release: Before the shoot day, usage releases should be sent to all casted talent, including restaurant or bar Team Members. These releases should cover the usage of their likeness and the photos themselves.

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TA L E N T C A S T I N G & P R E PA R AT I O N

Prepping Talent in Advance

Left: Talent delighted by dinner and conversation.

To make sure that the appearance of cast members in the project matches their headshots, ask for recent casting photos or videos that accurately represent their current look.

Consider that some talent may have piercings or tattoos. It is advisable to align in advance with the marketing/creative team to confirm whether these details are welcomed as part of the photography.

It’s essential that the talent arrives with clean, well-groomed nails. Avoid bright colors, jewels, or excessive length.

Requesting a nude or neutral-tone manicure, like “Ballet Slippers,” can help achieve a polished look in the photos.

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PLANNING THE APPROACH

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Scheduling & Planning When choosing dates and creating a shoot schedule, remember to consider the surrounding factors that can affect the visual appeal of the content and the smooth progress of the shoot days. Keep the following components in mind as the schedule is finalized.

Time of Year

Left: Cocktail at the bar with soft-focus talent in the background.

Seasons: Be mindful of how the time of year and weather forecast may be reflected in the shots. Aim for evergreen images by avoiding snow, bare trees, or other season-specific backgrounds, unless they align with the destination’s brand narrative.

Holidays: Be mindful of holiday-specific decorations, unless they align with the destination’s brand narrative. This will ensure that the photography resonates with a wider audience year-round.

Cultural Sensitivities: It is important to accurately represent the region and identity of a place and its people in imagery, while avoiding stereotypes in styling, wardrobe, and food and beverage choices.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

PLANNING THE APPROACH

FYR Note: To optimize photography for year-round use, the team focused on identifying elements that represent FYR during each season. When menus and decor incorporated seasonal touches, a range of moments were captured to avoid content that may not age well.

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SCHEDULING & PLANNING

Restaurant Operations & Hours

Right: Detail shot of the wood-fired grill.

To minimize disruption to the guest experience, consider the busiest and least busy times for a photoshoot at the restaurant or bar. Scheduling it during less busy times allows for a smoother experience for guests and the production crew. Also take into account any specific operational requirements in the kitchen, like the time needed to preheat ovens for food preparation.

FYR Note: To accommodate the lengthy preheating time of the open-fire oven at the restaurant, the filming of oven-fired dishes was scheduled later in the day.

The schedule was also adjusted so that trained Team Members were present and to avoid them attending the shoot outside of regular work hours.

The shot list was divided appropriately, ensuring access to the space at different times of day without disrupting service or guest experience. For example, very early shots were taken to capture the decor against the natural morning light.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

PLANNING THE APPROACH

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SCHEDULING & PLANNING

Right: Tomahawk steak roasting on the grill.

Food & Beverage Scheduling To achieve successful F&B photography, careful planning is essential before the shoot, including backup arrangements. Here are some valuable tips to adequately prepare for the shoot day.

Make sure all the necessary ingredients, including backups, are available.

Order a minimum of two servings for each food or beverage item to allow flexibility in case any dish falls short of expectations.

Additionally, have extra menu items and sides to accommodate unforeseen variations.

Plan to prepare each dish one at a time.

To capture maximum freshness on camera, it’s crucial to carefully time the preparation of each dish and beverage. For optimal freshness and smooth scheduling, it’s recommended to prepare each dish and beverage one at a time, following a deliberate order.

Communicate the plan to the kitchen.

Create a clear outline of the required dishes and their corresponding preparation timing for the kitchen team. This will reduce waiting time for the production crew and allow them to capture the items promptly and while they are still fresh.

FYR Note:

Pro Tip:

The production crew met with the Hilton internal creative team to discuss production requirements. Afterward, the production crew created a preliminary shot list and schedule based on creative needs. The creative team wanted to showcase FYR’s signature tomahawk steak and its preparation, so it was prioritized on the shot list to allow sufficient time to capture it appropriately.

Timing is everything when it comes to photographing food and beverages. The planned schedule should prevent any of the featured items from sitting for over 30 minutes to maintain visual appeal. Also, be mindful of melting ice and garnishes dissolving or moving when shooting beverages.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

PLANNING THE APPROACH

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Other Considerations When finalizing the shooting schedule, here are a few other things to consider:

To make the most of the shoot, create variations within a single area by rotating talent and props for different uses and stories.

When shooting multiple shots in one area, try to capture them back-to-back to save time on setting up lighting and camera equipment.

Allow for small breaks during the shoot schedule to review captured shots and make adjustments if needed.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

Before the shoot, plan out different scenarios and discuss them with the production crew to verify that enough time is allocated for the desired imagery.

Above: Examples of imagery variations, adding the finishing touches to a cocktail.

Take the production crew on a walkthrough of a normal business day at the restaurant or bar before the shoot, so they can anticipate activity and schedule the shot list accordingly.

PLANNING THE APPROACH

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Other Production Details to Plan

Above: Stylist steaming clothing, ensuring it’s crisp and wrinkle-free.

Left: Friendly conversation over a freshly prepared dinner.

Props

Wardrobe

Food props are commonly used to add character to photos. These props can include recipe ingredients, spices, herbs, tableware, linens, and side dishes. When choosing props and accessories, consider the brand narrative. Sometimes a minimalist approach can have a greater impact.

Personal items like eyeglasses or a purse, which are part of a guest’s identity, should be used sparingly in social media images or when featuring a specific theme or season.

Make sure to avoid including personal effects with recognizable brand logos.

When selecting attire for the talent during the shoot, opt for modest clothing in colors that align with the destination’s brand identity. It’s important for the talent’s attire to convey professionalism and authenticity, so it’s best to stick to solid and understated colors instead of busy patterns or seasonal trends. Avoid showcasing competitor brand colors or logos.

If there’s a wardrobe stylist on the production crew, they’ll handle these guidelines. Sometimes they may need to make adjustments to uniforms for a more camera-friendly look, using pins or straightening certain areas. Also, don’t forget the importance of well-fitted accessories like gloves.

Lastly, it’s wise for the team to have alternative wardrobe options available and to be ready to make last-minute changes if needed to maintain a polished and refined appearance.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

PLANNING THE APPROACH

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OT H E R P R O D U CT I O N D E TA I L S TO P L A N

Top Left: Close-up detail of a camera lens.

Bottom Left: Reference for common lens types for different use cases.

Focal Length

Type of Lens

Primary Use

14mm - 35mm

Wide Angle

Landscape & Architecture

35mm - 85mm

Standard

Street, Travel & Portrait

85mm - 135mm

Short Telephoto

Street Photography & Portraits

135mm+

Medium Telephoto

Sports, Wildlife & Action

35mm - 200mm

Macro

Close-Up Shots

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

Equipment The production crew will determine the best equipment to achieve the desired aesthetic of the restaurant or bar while also ensuring the images produced meet the visual aesthetic outlined in these guidelines.

Camera: Production crews should use a camera with a minimum resolution of 30 megapixels.

Higher resolution allows for more flexibility in post-production. Shoot raw files at the lowest ISO possible.

Lenses: Ask the production crew to bring multiple lens sizes to capture all the desired shots.

Refer to the table to the left for examples of common lens types for different use cases.

PLANNING THE APPROACH

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Communication Reminders Make sure to inform the restaurant or bar Team Members in advance about the scheduled shoot. Let them know that members of the production crew may arrive early to scout the location.

Provide the Team Members with a production calendar, a detailed shot list including food and beverage orders, and the shoot schedule.

Notify key stakeholders (e.g., GM, brand team, chef) if their presence is required ahead of the shoot for activities such as pre-production meetings or scouting.

Right: Talent enjoying drinks at the bar.

To avoid any delays or unavailability of items during the shoot, prepare the food and beverage order at least one week prior to the shoot.

On the day of the shoot, expect a full team, including a food stylist, lighting crew, assistants, and any booked talent to accompany the production crew.

If the venue will be open during the shoot, be prepared to either section off part of the restaurant or have a private room available for the crew to set up and work, depending on the team’s size.

FYR Note: Before the FYR shoot, a strong relationship was established between the production crew and the property’s marketing team.

Together, a detailed timeline and production schedule were created to allow for smooth hotel operations on set.

could be temporarily sectioned off, allowing for stunning shots without affecting the dining experience. The private back room was utilized to recreate the ambiance of the main dining area, complete with carefully arranged tables, chairs, and tableware.

During the shoot, great care was taken to minimize disruptions to the restaurant’s normal operations. Working closely with the property, specific areas were identified that

To capture wide shots of the dining room and kitchen, strategic scheduling was implemented during off-hours when the restaurant was closed or less busy.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

“We ensured our property / marketing teams, crew, and talent were aware of the most effective approach for the shoot, enabling us to capture all required content without impeding the restaurant’s operations.”

PLANNING THE APPROACH

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This Page: Fresh branzino prepped for the grill.

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DESTINATION CREATIVE DISCOVERY

46

The Approach in Action The time frame immediately before, during, and after the planned production is crucial. Make sure to fully understand the key factors, follow step-by-step procedures, and apply practical tips to maximize outputs during the shoot.

Preparing Spaces for the Shoot

48

General Requirements

48

Entrance: Internal & External

49

Kitchen Setup

49

Dining & Bar Areas

49

Seating Zones

49

Bar Setup

50

Table Settings

51

Production Do’s and Don’ts

52

Safety Recommendations

53

Bringing the Concept to Life

54

Composition

54

Lighting

57

Motion

58

Details

59

Tips & Tricks

60

Shooting with Talent

61

Key Considerations

61

Interacting with Drinks

62

Interacting with Food

62

Interacting with Other People

62

Food & Beverage Setup, Staging & Styling

63

Styling Tips by Type

64

Staging Food Without a Stylist

71

Shooting on a Smartphone

72

Left: Team Member serving a freshly prepared Caesar salad.

Right: Booths and table settings in the dining room area.

Preparing Spaces for the Shoot To achieve a successful shoot, thorough preparation of the restaurant or bar areas intended for filming is vital.

The following pages provide guidance on how to prepare adequately to capture the perfect shots.

General Requirements Prepare the space for everyday service, rather than a special event, with fully set tables and neatly arranged chairs.

Make sure that all linens, plates, glassware, and flatware are consistent with the restaurant or bar’s branding.

Avoid blocking exits.

Make sure the production area won’t disrupt service if the shoot takes place during operating hours.

Evaluate if current window coverings are suitable for shooting requirements or if additional curtains or sheers need to be brought in for production.

All light bulbs in the area should be functioning properly and have the same brightness and color.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

Clean all interior and exterior surfaces as close to the shoot day as possible. Pay special attention to windows, as streaks or dust could impact the background.

Remove seasonal decorations or temporary items, such as promotional signage, to avoid the need for post-production editing and to maintain evergreen content.

THE APPROACH IN ACTION

Flowers and plants should be in good condition and not overly seasonal so the photos can be used year-round. For outdoor foliage, arrange for property groundskeeping to trim and prune as necessary.

Before rearranging anything, take pictures of the property. These pictures will serve as a reference for the production crew to restore the space to its original state.

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P R E PA R I N G S PAC E S F O R T H E S H O OT

Above: Overhead shot of the dining room space.

Entrance: Internal & External

Kitchen Setup

This is the guest’s first impression of the space. To create an attractive visual story, focus on taking clean and well-composed shots, and make sure to have bright and inviting lighting. Showcase the most interesting aspects of the entrance, like unique signage or architectural features.

Highlight the best part of the kitchen and avoid making it feel like the back of the house. Identify and leverage the most captivating and appealing areas. If there’s an open kitchen where customers can watch the chefs cook, capture it from their perspective.

Dining & Bar Areas

Seating Zones

Envision the entire space and how it can be effectively translated into a photograph.

Shooting restaurant and bar areas from above or at wider angles can help capture these spaces in their entirety and create interesting points of view. Before shooting, walk around the restaurant or bar to identify the best vantage points for overhead or wide-angle shots. For a broader view of the space, ask the production crew to consider using a wide-angle lens.

Collaborate with the restaurant or bar to identify the optimal seating arrangement.

Avoid highlighting tables near the restroom, dim corners, or any areas that lack refinement. Select a space that showcases the venue’s distinctive features.

If the establishment is closed, be ready to rearrange tables, chairs, and settings to create an elevated atmosphere.

Left: Street-side view of the entrance to FYR.

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THE APPROACH IN ACTION

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P R E PA R I N G S PAC E S F O R T H E S H O OT

Bar Setup When capturing photos in a bar, aim to create an atmosphere that is both clean and inviting. The bar should exude a sophisticated appearance while maintaining a welcoming ambiance for all guests. Here are some recommendations for enhancing the bar’s aesthetic.

Use visually appealing surfaces and tasteful styling to showcase drinks.

Fresh fruit adds color and serves as a visual hint to cocktail garnishes.

Incorporate props that seamlessly blend with the space for an authentic atmosphere.

Feature attractive glassware, distinctive bar tools, and items that reflect the bar’s personality and ambiance.

Hide any clutter or mess, such as straw holders, drink stirrers, garnish trays, napkins, and branded bar mats.

Arrange full alcohol bottles toward the front for an aesthetically pleasing composition.

Let them blend naturally into the background, avoiding them as a focal point.

Above: Neatly arranged cocktails at the bar.

Position and unlock beer taps properly, focusing on the spout rather than branded logos.

Avoid wet spots, messy drink holders, or unrelated equipment that doesn’t fit the destination’s brand story.

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THE APPROACH IN ACTION

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P R E PA R I N G S PAC E S F O R T H E S H O OT

Table Settings Creating a beautifully arranged and sophisticated table setting is crucial. Here are some valuable tips to enhance the quality of table setup and elevate the captured photography.

Avoid obstructing the main focus of each shot, whether it’s food or beverage, with items like drinks or glasses.

Arrange utensils uniformly and align them at the bottom.

Neatly fold and straighten napkins with symmetrical patterns and designs.

Wipe down all surfaces to remove fingerprints before taking photographs.

Top Left: Roasted chicken served on a symmetrical table setting.

Pro Tip:

Top Right: Overhead view of a flawlessly styled table setting.

Make sure that table settings are symmetrical and set straight. Use the camera’s grid to help the team verify if items are aligned correctly.

Set the table appropriately for the time of day (e.g., breakfast items, set the table for breakfast; dinner items, set the table for dinner, etc.).

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

THE APPROACH IN ACTION

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Production Do’s & Don’ts Production Do’s

Top Left: Example of food presented against a clean background to showcase each ingredient element clearly.

Do openly communicate with the property during production.

Do block lights if using a flash while diners are present.

Do request clean and pressed linen, shined glassware, and silverware to be set on tables.

Do focus on interesting features and special areas of the property.

Do use light stands in addition to sandbags to secure the stands in place.

Do utilize natural light and consider turning off overhead lighting, if possible.

Do take food photography from above or from a low angle, with a focus on contrast and texture.

Do ensure spaces and setups are free of unnecessary clutter.

Do turn off TV and computer screens.

Production Don’ts Do not interrupt restaurant service.

Do not request to photograph guests.

Do not be loud.

Do not leave wires exposed.

Do not touch items belonging to the chef without permission.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

Bottom Left:

Do not capture plastic containers, water bottles, or trash bins in the frame.

Example of a cluttered background that distracts and detracts from the dish’s appeal, while the plating hides the most enticing elements.

Do not include any unapproved additional props.

Do not display any branded items, including logos on clothing, food, beverages, and props.

THE APPROACH IN ACTION

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Safety Recommendations

Lifting: When lifting heavy objects, bend at the knees while keeping the back straight.

Bending / Twisting: Practice pivoting on the feet instead of unnecessary bending or twisting.

Climbing Ladders: Maintain at least three points of contact (one hand and two feet, or two hands and one foot) when on a ladder.

Above: Photographer standing on a box to achieve a higher angled shot.

Left: Team Member chopping wood for the wood-fired grill.

Emergencies: In an emergency, immediately inform the Hotel Property Manager. Follow hotel procedures for first aid or medical assistance.

FYR Note: Several factors were considered for the shoot, which took place in a public space. Safety notes were shared with the production crew and Hilton Team Members, highlighting responsible behavior.

Precautions were taken to keep the production crew and equipment away from open fire, hot objects, and sharp objects.

Prior to the shoot, a small group of FYR Team Members was assigned to chop wood for the grill and operate it safely.

Consultation with them throughout the shoot maintained a smooth process.

Insurance: Production crews must maintain Workers’ Compensation Insurance and Commercial General Liability Insurance at their own expense while working for Hilton. These requirements differ across countries, so it’s important to verify the local market’s specific requirements for the shoot.

Additionally, the production crew may choose to purchase personal property insurance at their discretion. Hilton will not be responsible for any damage to or loss of personal property during the production period, regardless of whether insurance was purchased.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

THE APPROACH IN ACTION

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Bringing the Concept to Life Once the visual concept is established and it’s time to capture the photography, there are a few additional creative factors to bear in mind during the photoshoot. These considerations will assist in effectively bringing the defined concept to life in the best way possible.

Composition Effective composition plays a crucial role in amplifying the story. Composition in photography is the art of arranging elements within a frame to create a captivating image.

When it comes to composition, two factors come into play: the physical arrangement of the items being photographed and the framing of the photograph through the camera lens.

When taking photos, intentionally arrange shots to capture interesting angles, dynamic perspectives, and strong subjects that tell the story of the restaurant or bar.

Pay attention to food styling, beautiful ingredients, garnishes, natural light, and carefully chosen props to achieve stunning photography. Instead of only using head-on shots, explore creative ways to capture the venue’s vibe by experimenting with angles and moments that add an abstract and artistic feeling to the photos. Take inspiration from previous assets to guide the composition, emulating what works well and avoiding what doesn’t. Start with a clean background and a simple composition of the dish, then adjust the lighting and gradually introduce props to enhance the photograph.

Left: Compositional variations of freshly sliced tomahawk steak.

Pro Tip: When it comes to food and beverage photography, props like recipe ingredients, spices, herbs, tableware, linens, or side dishes that go well with the main dish are essential. Remember, a simple shot often makes a bigger impact than a cluttered one.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

THE APPROACH IN ACTION

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BRINGING THE CONCEPT TO LIFE

Composition: Aspect Ratio Considerations When composing the shots, it’s important to consider capturing for different aspect ratios to cater to various use cases, including social media, digital platforms, and print. Knowing where the images will be used beforehand is always beneficial.

When framing a shot, it’s a good idea to keep it slightly wider, allowing for versatility across different channels. Be sure to capture each setup in both horizontal and vertical orientations, providing more options in the final asset library.

1:1

4:5 9:16

Below are some standard recommendations based on various social media platforms.

Instagram In-Feed: 4:5, croppable to square, 1:1 Meta Reels / TikTok: 9:16 Above:

Pinterest: 4:5 and 4:3

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

Diagram of aspect ratios to consider.

THE APPROACH IN ACTION

55

BRINGING THE CONCEPT TO LIFE

FYR Note: During the shoot, each shot was composed in different ways to highlight FYR’s sleek and clean aesthetic. The production crew collaborated closely with the chef and food stylist to carefully choose the best frames for each item on the shot list.

Right: Bartender passing a drink across the bar.

To highlight the subject and its surroundings, close-up angles and minimalist settings were used for clean compositions that match FYR’s sophisticated feel. By allowing selected elements to stand out, an elegant and diverse atmosphere was achieved, like featuring spirits and drinks as a backdrop at the bar. Once the main shot was approved, multiple versions of each frame were captured, exploring different angles, crops, and perspectives, both horizontally and vertically.

PHOTOGRAPHY BEST PRACTICES THROUGH A FOOD & BEVERAGE LENS

THE APPROACH IN ACTION

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BRINGING THE CONCEPT TO LIFE

Lighting Different lighting techniques have a significant impact on photos and how a concept comes to life. Experimenting with soft light, direct light, and shadows allows for the creation of various moods that match the style and desired ambiance of the destination. Consider these important points when arranging lighting for a shoot:

ARTIFICIAL LIGHTING TIPS & TRICKS:

Strobe lighting offers the most control.

Avoid harsh shadows.

Diffuse harsh light with light modifiers like a softbox or silk.

Control the light with fill cards and flags.

Match the lighting style to the destination’s ambiance.

Properly illuminate the food or beverage to make it visually appealing and highlight its delicious details.

Use a tripod for long exposure shots if needed.

To create restaurant ambiance behind the food, use longer exposure by dragging the shutter.

Use daylight-balanced light for appetizing and fresh-looking food and drinks.

Above: Production crew setting up artificial lighting.

Maximize natural light if the venue has large windows.

Use artificial lighting to replicate natural light if needed.

Pro Tip:

Schedule evening hours or create a nighttime ambiance for capturing nightlife shots.

When experimenting with lighting placements and techniques, mark the floor where the lights, camera, and equipment are set up for easy reference. A simple piece of tape will suffice.

Cover windows or natural light sources to simulate nighttime lighting during the day.

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BRINGING THE CONCEPT TO LIFE

Motion Elevate photography through dynamic motion and action shots. Capture vibrant moments that bring subjects to life: the graceful swirl of a martini, the sizzling and stirring of a sauteing dish, the twinkling lights, and the rhythmic dance of a chef’s preparations. Seek visual poetry that infuses images with excitement, energy, and a touch of playfulness.

Explore the possibilities of using slower shutter speeds to add depth and dimension to shots.

Draw inspiration from Team Members while scouting the location, capturing genuine moments of movement like stirring, pouring, and sprinkling. Let these moments weave a narrative of food preparation, imbuing images with an unmistakable sense of authenticity.

Top Left: Skillyfully chopping vibrant vegetables on a cutting board.

Bottom Left:

FYR Note: Motion was used to bring excitement to important shots that captured the defining moments of the FYR experience.

The goal was to showcase a sizzling steak grilled over an open flame, a hand-crafted cocktail being poured, and a signature dish being elegantly served.

By adjusting shutter speeds and using dynamic poses by FYR’s Team Members and models, the illusion of a fast-paced environment and the slow, delicate actions involved in garnishing a dish was created. One specific shot captured Chef Sebastian La Rocca skillfully chopping colorful vegetables in the kitchen. During the setup, it was found that brightly colored vegetables better suited the atmosphere.

Dancing fire in an open wood-fired grill.

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BRINGING THE CONCEPT TO LIFE

Top Left: Close-up shot of a restaurant light fixture.

Bottom Left: Detail shot of a fire inside the wood-fired grill.

Details Details should not be overlooked when bringing a visual concept to life. Highlight the extraordinary experience of the restaurant or bar by focusing on signature dishes, bespoke elements, small touches, and front-of-house elements. Take inspiration from the concept and menu, or have a conversation with the chef to understand their vision.

Explore the unique plateware, linens, decor, menus, and architectural fixtures and finishes of the restaurant. Capture alluring details like mesmerizing light fixtures, exquisite furniture close-ups, beautiful tiles and flooring, eye-catching artwork, intricate crown molding, stunning floral arrangements, thoughtfully arranged seating, and decorative structures that enhance the visual appeal of the space.

Show these details through close-up shots that complement wider shots, enhancing the captivating concept of the restaurant or bar.

FYR Note: At FYR, the focus was on showcasing the cooking hearth in close-up shots. The aim was to highlight the rustic textures, smoke, flames, and sparks. To capture the intricate details, macro lenses were used. Careful attention was paid to how decorative elements appeared in different lighting conditions and on various surfaces.

Throughout the space, detail shots were captured of the wood and orange accents that were consistently present.

From the vibrant orange chairs and artwork to the floral arrangements and glass walls, the goal was to emphasize the fiery colors of FYR.

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BRINGING THE CONCEPT TO LIFE

Tips & Tricks

Right: Overhead view of a freshly prepared pizza.

Incorporate interesting interior elements, architecture, lighting fixtures, statues, and table arrangements in spontaneous, artistic, and abstract ways.

Avoid using excessively wide angles, as they may not capture the intricate details that make them visually appealing.

Choose the best angle to showcase each specific food item. For example, shoot a burger from a low angle to see its various layers and a pizza from overhead to see its circle shape and slices being pulled from the pie. Consider including a hand reaching into the frame for added effect.

Use neutral colors and backgrounds whenever possible to allow the main color of the shot to come from the food itself. Keep distracting backgrounds to a minimum so the food remains the focus of the shot.

Aim to capture the whole plate or place setting in the shot; cropping can be done later if necessary.

Make sure that anything included in the frame has a purpose.

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Shooting with Talent Key Considerations Highlight individuals in a way that matches the restaurant or bar’s narrative and character. Convey the establishment’s story through their attire, food presentation, and overall demeanor. If it aligns with the destination’s narrative, feel free to embrace a bold or edgy approach.

When working with hired talent like models, actors, or extras, it’s important to capture genuine expressions and authentic interactions. Aim for natural expressions when showcasing faces, and avoid forced poses or contrived reactions. Encourage subjects to avoid making direct eye contact with the camera.

Conversely, when taking a chef’s portrait, establishing direct eye contact can convey a sense of sophistication. If the chef is renowned or celebrated, capture shots that showcase their personality and the essence of their establishment. Prior to photographing the chef, build rapport by understanding their character, preferences, and comfort level. This will create a relaxed and genuine atmosphere, putting the chef at ease.

When it makes sense to restrict talent to a supporting role, avoid close-ups of faces and instead focus on sleeves, hands, and the upper body. This technique adds a subtle human element to the shot, making it more authentic and relatable.

Whenever possible, include Team Members in the photographs. If Team Members are okay with being photographed and have given consent, consider including them in the photos.

Right: Bartender shaking a chilled cocktail.

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Pro Tip: To achieve an editorial vibe, include some candid shots with movement or motion blur.

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S H O OT I N G W I T H TA L E N T

Interacting with Drinks

Interacting with Other People

Capture talent’s hands in various actions with drinks, such as holding a glass by the stem, using a straw, squeezing a lime, taking a sip, or moving a napkin. This will add dynamic visual elements to the shots.

When photographing a group of talent (3+ people), direct the main speaker to create a visually cohesive conversation that feels authentic and lifestyle-oriented. Avoid staged or forced poses for a more natural and genuine look.

Interacting with Food When photographing talent interacting with food, use angles that highlight the food as the focal point. Capture their genuine excitement and enjoyment as they interact with the food, infusing the images with emotion and authenticity. This will enhance the quality of photos and create a more captivating visual story.

Left: Friendly conversation at the bar.

Pro Tip: To maintain consistent authenticity throughout the project, consider using multiple casting services to find talent. These can include local boards, agencies, and social media.

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Food & Beverage Setup, Staging & Styling Food and beverage setup is arguably the most critical component of a shoot. It’s the visual representation of the story and what will draw people in. Knowing the basics of food styling, properly setting up a shot, and understanding playful angling can make all the difference when it comes to creating compelling images.

Hire a Food Stylist

Keep the Presentation Authentic

It’s highly recommended to hire a trained food stylist who specializes in presenting food and beverage in an appealing way on camera. Also, identify the Team Members responsible for cooking, plating, and preparing drinks. If they’re not experienced in photoshoots, explain the process and introduce the food stylist’s role for smooth coordination on the shoot day. Clearly define responsibilities for plating, drink garnishing, and other tasks to enhance efficiency and streamline the process.

To capture the true essence of a dish, its composition must remain faithful to its original presentation. The food stylist and chef must collaborate closely to meticulously prepare each dish, ensuring it’s ready to be beautifully captured on camera. It’s important to highlight that the goal isn’t just to serve the food, but to showcase it as a captivating visual masterpiece.

Pro Tip: For bright and lively food shots, use strobe lights to achieve a balanced sunlight effect.

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Top Right:

Bottom Right:

Neatly composed and plated skirt steak.

Food stylist adding foam to a beer for styling.

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F O O D & B E V E R A G E S E T U P, S TA G I N G & S T Y L I N G

Styling Tips: General Food Styling Add dressings at the end to prevent spoilage. Keep extra undressed lettuce for topping if needed.

To avoid sauce separation, add sauces to plated items after arranging stand-in items for the shot.

Remove stems or broken pieces from herbs, arugula, or leafy greens for a better presentation.

Be cautious of congealing cheese. Shoot hot dishes while still hot. If it congeals, use a kitchen torch or reheat in the oven for a more appetizing appearance.

What to Capture Add variety by photographing both whole and cut food items.

Choose the best angle for capturing different types of food. While a 3⁄4 angle is often ideal for most foods, some, such as burgers, are better photographed from a specific side angle, as overhead shots may not be as visually appealing.

Sometimes undercooking certain items can be beneficial for a photoshoot. Vegetables that are lightly blanched will retain their vibrant color, and meat may not require full cooking. The objective is to make it look mouthwatering on camera — with crispy and seared skin, fresh and bright vegetables, and vibrant garnishes.

Start shooting salads without dressing. Add a light amount of dressing for a dressed look without compromising freshness.

Clean the plating before shooting to remove misplaced herbs or sauce.

Pro Tip: Right: Roasted salmon entree, neatly plated with accompaniments.

Avoid mismatching dishes and ingredients that don’t complement each other.

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It’s important to note that different cutting boards should not be used interchangeably for different types of food.

Following hygiene regulations, it is necessary to separate meats, poultry, seafood, and vegetables during the preparation and handling process.

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F O O D & B E V E R A G E S E T U P, S TA G I N G & S T Y L I N G

Styling Tips: Meat

Right: Twine-wrapped filet mignon, ready for the grill.

Styling Use kitchen twine when necessary to shape the meat.

Trim and shape the meat with a knife for a symmetrical and balanced appearance.

Highlight specific cooking methods like grilling or smoking.

Avoid adding salt while shooting the meat to prevent shape alteration.

What to Capture Gently pat the meat dry with a paper towel and add moisture as needed for a fresh appearance.

Red meat’s natural hues create a stunning contrast against a wooden cutting board and create a visually striking composition.

Inspect the meat for fingerprints and ensure none are visible before shooting.

When styling a meat presentation with fresh herbs, any visible stems should be hidden or blended seamlessly.

Avoid excessive handling that may alter the shape of the meat. Aim to maintain a level surface on top, especially when shooting steak.

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If the stems cannot be fully hidden, consider incorporating them into the composition in a visually pleasing way.

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F O O D & B E V E R A G E S E T U P, S TA G I N G & S T Y L I N G

Styling Tips: Fish

Top Left: Plated whole branzino, fresh from the grill.

Styling

What to Capture

Experiment with different subject placements to offer more creative choices.

For a full, raw fish, shooting from above can complement its form.

If the dish is typically served without the head or tail, remember to remove them when taking the photographs.

Use props that match the dish, avoiding conflicting ingredients like raw meat and fish.

Take photos of fish both with and without their eyes covered, noting that clear eyes indicate good health and freshness.

Include props with different colors and textures to add visual interest to the image.

Begin with a clean background and add props one at a time, considering how they enhance the dish.

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F O O D & B E V E R A G E S E T U P, S TA G I N G & S T Y L I N G

Styling Tips: Dessert Styling

Right: Flan dessert with dulce de leche sauce.

Neatly cut and assemble desserts for better presentation in photos, especially those with a crumbly texture.

Always have a backup sauce and a clean plate when photographing dishes with sauces to prevent hardening and maintain photo quality.

Stir sauces regularly during the shoot to maintain their visual appeal and prevent settling or loss of luster.

For ice cream photography, scoop out more than needed, place scoops on a cookie sheet, and freeze for at least 30 minutes to maintain its ideal structure.

What to Capture Use vibrant fruits like fresh berries or citrus slices to add a burst of color to the dessert.

Incorporate visually captivating elements like fire for an exciting and memorable presentation.

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F O O D & B E V E R A G E S E T U P, S TA G I N G & S T Y L I N G

Styling Tips: Vegetables Styling

Left: Detail shot of fresh broccoli rabe.

Style vegetables naturally, considering their preparation. For example, let lettuce drape over the edge of a cutting board and display broccoli whole and clean.

Prepare vegetables by removing any broken or spoiled pieces.

Keep vegetables fresh by delicately misting water onto them with a spray bottle.

Prevent browning of avocados and apples during a shoot by wrapping them in plastic wrap or brushing them with fresh lemon juice to retain their vibrant colors.

Thoroughly clean and separate lettuce before placing it on a cutting board.

What to Capture Incorporate vegetables that are essential to the cooking process and try to showcase those with appealing colors and textures.

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F O O D & B E V E R A G E S E T U P, S TA G I N G & S T Y L I N G

Styling Tips: Beverages Styling

What to Capture

Prioritize colorful drinks with multiple ingredients, as they look stunning in photos due to their attractive color contrast.

Use beautiful garnishes without over-embellishing, staying true to the way the restaurant or bar serves each beverage.

Select cocktails that include eye-catching garnishes or are served in unique glassware.

Capture motion in beverage photography, including action shots like cocktail shaking, pouring, or adding ice cubes for a lively effect.

Chill glasses beforehand.

Use clear and appropriately sized ice for each glass or drink.

Opt for specialized ice cubes, like branded ones, in cocktail shots for an appealing look.

Trim any frayed edges from fruit garnishes, such as an orange peel in an old fashioned, to give cocktails a sophisticated appearance.

Make sure that talent holds wine glasses correctly by avoiding the rim or bowl and instead gripping the bottom or stem of the glass.

Consider using evening mood lighting, unless taking photos of daytime drinks like brunch mimosas or Bloody Marys.

Create more drama in cocktail shots by using backlit lighting.

Opt for side or ¾ angles when photographing drinks to highlight unique garnishes or ingredients, avoiding direct overhead shots, for a visually appealing result.

If the project budget is limited, create mocktails by mixing different ingredients (e.g., bitters and soda) to simulate cocktails.

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Pro Tip:

Above: Colorful cocktail and garnishes.

Occasionally, a destination’s narrative may deviate from general best practices. For instance, when challenged with a beverage shot that has low contrast in the color, such as a gin and tonic, lean into emphasizing the garnish or non-traditional glassware.

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F O O D & B E V E R A G E S E T U P, S TA G I N G & S T Y L I N G

FYR Note: When exploring how to create visual interest in the featured food and beverage photography, different textures were experimented with, such as soft napkins and smooth, hard surfaces, to achieve the desired effect. Fresh and vibrant garnishes were paired with plates and silverware in muted colors. To make the cocktails look refreshing and chilled, condensation was added to the glasses.

Left: Ready-to-drink cocktails set up on the bar.

While some menu items and cocktails were the stars of the shoot, side dishes were also included to complement the main courses. When capturing food and drinks, it is recommended to order extra dishes to substitute with any that may not look as intended. This flexibility helps ensure every shot looks appealing.

To be more efficient and reduce waste, careful planning was done to determine which menu items would go well together before the shoot.

This approach allowed for the use of fewer dishes overall, minimizing strain on the kitchen staff while still achieving the goals of the production.

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F O O D & B E V E R A G E S E T U P, S TA G I N G & S T Y L I N G

Staging Food Without a Stylist Hiring a professional to handle food and beverage presentation and styling is strongly recommended. Our goal is to make the featured menu items look fresh and appetizing, utilizing specific techniques to enhance the visual appeal on camera.

If a food stylist is unavailable or cannot be covered within budget, utilize these tips and tricks for capturing the best presentation of the food and beverages.

Styling

What to Capture

Set up everything in the shot before the food or beverage is delivered.

Top Right: Plated duck breast that’s ready to be savored.

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Add fresh garnishes like herbs or a final cream sauce last and after everything else is styled for shooting, as these finishes have a limited window of freshness.

Use “dummy food or drinks” to set up the camera framing and adjust the lighting before swapping in the hero food or beverage.

Capture details like sprinkled-on herbs for interesting action shots.

Move quickly when shooting heat-sensitive elements, such as salads alongside hot dishes like steak, to prevent wilting.

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Shooting on a Smartphone Social Media Use Only Captivating image creation is possible without a professional photographer. Modern smartphones have remarkable capabilities that enable the capture of stunning visuals. Listed to the right are valuable tips to enhance food or beverage photography for creating engaging social content.

Pay attention to the lighting changes from day to night. Choose the shooting time based on the desired mood.

Use natural light from a window if professional lighting is not available.

Soft light and side lighting from a window work best for food photography.

Use a small reflector for even lighting on the subject.

Use a tripod or other support to stabilize the smartphone.

Corporate Note: Smartphone photography is allowed for social media content, but never for websites, collateral, or other advertising purposes.

Adjust phone settings, such as exposure, to prevent dark shots.

Explore photo editing apps like Lightroom for more control, such as neutralizing color balance.

Capture action-oriented shots of Team Members, such as the chef.

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Pro Tip: When taking pictures of beverages, use portrait mode for enhanced photography. Adjust the zoom to frame the shot and set the exposure to -1. For a different perspective, experiment with flipping the camera upside down. Remember to be patient and wait for the “natural light” icon to turn yellow before capturing the perfect photo.

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Above: Photographing a dish on a smartphone.

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SHOOTING ON A SMARTPHONE

FYR Note: During the pre-production phase, it was important to confirm that capturing content using smartphones was feasible. The goal was to showcase the capabilities of using a Team Member on-site to produce high-quality images with a smartphone in restaurants and bars where professional photographers or equipment might not be readily accessible.

For these shots, the latest iPhone model was used, with a focus on utilizing natural light. Along with following the guidelines, various techniques were employed to create highly stylized shots.

One such technique involved strategically using a small reflector to bounce soft light onto the subject, resulting in the elimination of any harsh shadows.

Far Left: Setting up a shot of a beverage using a smartphone.

Pro Tip: Left:

Reflectors are a cost-effective and easily accessible tool that can create striking shadows.

They can be found and purchased online.

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The resulting image of the beverage shot on the smartphone.

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This Page: Wood-fired grill full of food, sizzling and cooking.

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That’s a Wrap After the shoot, it’s time for post-production. This phase includes finalizing, editing, and exporting the captured photography in various file formats. Here’s what to expect and adhere to during this important step.

Post-Production Workflow

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Retouching Requirements

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Final Asset Delivery Requirements

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Left: Modern staircase inside of FYR.

Post-Production Workflow Once the shoot is completed, the production crew should adhere to a pre-defined and agreed-upon post-production workflow. Here are the general steps in the process that can be anticipated.

1.

Low-Res Selects: After the shoot, the production crew should send low-resolution images to the property / marketing team for them to choose their favorites.

2.

Property / Marketing Team Feedback: The property / marketing team should then send their favorite images with detailed edit notes to the production crew.

3.

Retouching: Once all notes are received, the production crew will make any necessary alterations to the photos.

4.

Review & Revisions: The production crew will deliver the images to the property / marketing team, who can provide additional feedback for any necessary revisions.

Left: Wood-fired grill, hot and ready to use.

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5.. Final Delivery: Once approved, the production crew will deliver all final agreed-upon assets.

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Retouching Requirements All photography requires retouching to improve quality and visual appeal. Here are the standard elements adjusted during retouching: Contrast Exposure Saturation Vibrance White balance Dust Reframe / custom resize Sharpness Visual consistency throughout collection

Other Considerations:

Top Right: Chicken roasting on the grill before and after retouching.

Post-production choices should align with and enhance the brand aesthetic.

Avoid using filters that alter the natural look or color of ingredients; prioritize freshness.

Color grading should maintain a natural and authentic feel to reflect the space and its characters.

Utilize retouching as a valuable tool to achieve desired outcomes, such as combining multiple images with distinct lighting techniques for an ideal composition of the background and subject.

Vibrancy can be used to evoke desire, but avoid conveying an artificial look due to overuse.

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RETOUCHING REQUIREMENTS

FYR Note: The goal was to enhance the visual appeal of the captured shots with a cinematic and edgy ambiance. To achieve this, emphasis was placed on dark tones and colors, drawing inspiration from FYR’s color palette and overall mood.

By incorporating these elements into the photographs, deep, rich tones were brought out.

The grainy and film-like aesthetic was influenced by the authentic ambiance of the restaurant, where Chef Sebastian La Rocca expertly cooks over an open fire. The intention was to pay homage to its roots and reflect his bold cooking style, as if capturing images for a prestigious cookbook in Esquire or GQ, infused with a distinctive editorial touch.

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Left: Adding extra flavor by blow torching the tomahawk bone.

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Final Asset Delivery Requirements Once approved, the final assets should be delivered as follows.

File Specifications Web Displays: 72 DPI

Corporate Note:

Hi-Res for Print and Large Formatting: 300 DPI

For Hilton property websites, the image dimension needs to be 3,000 pixels on the shortest side, regardless of how it displays.

Images should be delivered in the aspect ratios and dimensions that have been agreed upon.

File Naming Convention

Metadata Production/photography partner should include metadata on all their final images.

CTYHOCN_RESTAURANT_NAME_ DETAIL.filetype

Right: Chicken and waffles plated with refined simplicity.

Pro Tip: If a shared link is being used to hand off final assets, make sure it does not expire any time near the date of delivery.

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This Page: Chopped wood neatly stacked.

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Conclusion “Use this resource as inspiration for developing the creative and as a reference point while going through the production process.”

Recommended Brand Photographers

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Terms & Acronyms

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Left: Steaks aging in the meat cabinet.

Preferred Brand Photographers

Below is a list of preferred photographers organized by brand.

Sign into The Lobby and marKIT to view.

To recommend photographers or production crews for this list, please complete this form and submit their information through the Global Brand Marketing Support form.

Hilton Hotels & Resorts

For more information about any of the standards or best practices mentioned in these photography guidelines, please contact Global Brand Marketing through the Service Now form.

DoubleTree

Signia

Canopy

Curio Collection

Tapestry Collection

Motto

Tempo

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Terms & Acronyms

Feature Shots

Exposure

The key shots on the shot list that should effectively convey the desired message of the restaurant or bar to the public.

In photography, exposure refers to the amount of light that reaches the camera sensor or film, determining the brightness or darkness of the pictures.

Dummy Props

Saturation

Stand-in items that resemble the food, beverages, or tableware to be photographed. These are used to test lighting, composition, and propping while the hero items are being prepared.

Saturation describes the intensity of colors in an image.

White Balance Macro Shot / Lens Macro shots or lenses allow photographers to capture subjects larger than life, providing extreme close-ups of small objects.

A camera setting that establishes the true color of white, serving as a baseline for all other colors. It helps correct white that may not appear “white” under different lighting conditions.

DPI (Dots Per Inch) Contrast

DPI refers to the number of printed dots within one inch of an image produced by a printer.

Contrast in photography is the visual ratio of different tones in an image, creating textures, highlights, shadows, colors, and clarity.

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BRAND OVERVIEW

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